Reengineering the Omni-Channel Opportunity

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Reengineering the Omni-Channel Opportunity

Edwin Lee, VP Strategic Accounts, MediaMatheTail East, August 12th, 2014

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Who the heck is this guy?

”

The Rebel Without a Cause

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Not a scary whirlpool of confusion!Think multiple channels -

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Siloed Data is Sad Data

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Point Solutions Are The Enemy

The Opportunities are Out There… [ ] Identify the business metrics that matter most to your retail organization

[ ] Give credit where credit is due to expose the marketing channels that work best

[ ] Unify data sets to create a meaningful view of consumers for cross-channel campaigns

[ ] Cut through clutter of technology by using on central marketing operating system

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Programmatic can help you SEIZE itLet us help!

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”

”

economic sense to send a

- Lawrence Light Former CMO, McDonald’s

It no longer makes

of persuading the few.message to the many in hopes

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”

”

programmatic is manual,

- Marissa Mayer CEO Yahoo!

The opposite of

not premium.

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””

buy media in a way

- B Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International

Why would I not

that I can get data back and use it to makesmart decisions?

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Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets

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[1] Activate DataHigh Value, Under-Utilized

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U N D E R S TA N D TA R G E T M E A S U R E

Align offline and online Purchase and media data Leverage 3rd party data Create single view

Find new customers Drive repeat purchases Increase order values Influence hand-raisers

Online sales impact In-store sales impact Close the loop Test and learn

[2] EmbraceTransparency

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[] Your Working Media DollarsTransparency into:

[] What’s Working*Transparency into:

[] What Isn’t Working*Transparency into:

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[3] Create “Yes and...” Partnerships

&Agency

Brand

Ad tech

…but you need an operational framework to drive success

Tech Enables…

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Bring the technology in-house

L Build a history of what’s working

L Create one holistic view of your customer

L Establish a transparent view into how your money is spent

L Own and control your 1st party data

L Facilitate the sharing of data internally

to build a programmatic practice

[4] OWN IT!

Break Down the Silos![5] Internal Reorientation & Alignment…

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TechnologyFoundation for Sharing & Centralization

Education*Align Goals & Roles

Goals*Aligned, but Weighted

Break Down the Silos![5] Internal Reorientation & Alignment…

[last one!] Make an Educated Bet!It’s not just an adoption, it’s an evolution:

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Build Competitive Advantage

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…Grow Market Share

A Whirlwind of Opportunities

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Six Best Practices[ ] Leverage Data[ ] Embrace Transparency[ ] Create “Yes And” Partnerships[ ] OWN It[ ] Internal Alignment[ ] Make Educated Bets

@DWIN1 @MEDIAMATH #ETAILEAST

The Power of the OS

Thank You!elee@mediamath.com

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@mediamath @dwin1